Analytics is the discovery, interpretation, and communication of meaningful patterns in data; and the process of applying those patterns towards effective decision making. In other words, analytics can be understood as the connective tissue between data and effective decision making, within an organisation.

Analytics often involves studying past historical data to research potential trends, to analyze the effects of certain decisions or events, or to evaluate the performance of a given tool or scenario. The goal of analytics is to improve the business by gaining knowledge which can be used to make improvements or changes.

Advanced ecommerce analytics

Infinity Webpro includes built-in analytics that help you keep track of your website’s progress over time. Benchmarking your online store’s performance helps you make the right choices that will lead to more sales. Detailed statistics include:

  • How your customers found you and what country they are in

  • What URLs are referring to your online store

  • What search terms were used to find you

  • Tracks the number of visits, including by page hits and unique visitors


An actionable dashboard of your sales, orders, and traffic helps you make the right choices for your business.

The Overview dashboard shows key sales, orders, and online store visitor data. You can see at a glance how your store is performing—across all of your sales channels, and for any date range.

For example, in the Overview dashboard you can do the following activities:

  • check the value of your recent sales and compare them to a previous time period
  • compare how well your sales channels are performing
  • track your average order value
  • see where your visitors are coming from—by region or by social media source
  • monitor the trends over time

The dashboard shows the most valuable metrics that give you insight into the performance of your store and the behavior of your customers. The metrics are shown in numeric format and also as graphs where appropriate. For all the metrics, the percentage change from the previous date range can also be shown.

Product reports

Analyze and gain insight into your store's growth. See which products are selling — and which ones aren't.

Export reports

Reports can be exported for further analysis in your favourite spreadsheet tool, or can be sent to your bookkeeper or accountant.

Google Analytics

Google Analytics works with your online store, so you can track sales, visits, and referrals.

Traffic/Referral reports

See where your visitors come from, and how they found your online store.

Analytics Reports

Acquisition reports

The reports on acquisition include:

  • Sessions over time
  • Sessions by referrer
  • Sessions by location.

When you open an acquisition report, the data is up to date, give or take a few seconds. You can reopen or refresh the report to show newer data.

Acquisition reports are different from the Sales by traffic referrer source report because acquisition reports do not show converted sales or the amount of orders—just visitors to your website.

Sessions and visitors

The number of sessions and the number of visitors are based on cookies. Cookies are small files that are stored on a shopper's device, such as a desktop or smartphone, when they visit your online store. One cookie identifies the device (the visitor). Another cookie keeps track of the length of the session.

A session ends after 30 minutes of no activity, and at midnight UTC. Because the same visitor can trigger have multiple sessions, the number of sessions is usually higher than the number of visitors.

As of April 6, 2017, when you are logged in to the admin on a device, sessions from that device aren't counted as online store sessions.

Example: A customer views products on your store for 20 minutes, then returns to your store 2 hours later for another 10 minutes. 2 sessions and 1 visitor are reported. If the shopper instead views your store for 5 minutes, leaves, and returns 10 minutes later, then 1 session and 1 visitor are reported.

Behaviour reports

These reports can provide insights to your business about how to:

  • market your products better online and offline
  • upsell to your best target audience
  • create promotional pricing and product bundles
  • increase your average order total.

For example, if your online store has a theme that has a search bar, then you can see what terms your visitors are using to search for products in your store in the Top online store searches report. You can also see the search terms that don't give any results in the Top online store searches with no results report.

You can use the data in the behaviour reports to increase sales by arranging your store so that customers can find what they're looking for, and that in the process they're encouraged to make additional purchases. 

Customers reports 

you have access to detailed reports about your customers. With the following reports, you can gain helpful insights about your customers, including their average order count, average order totals, and expected purchase value:

  • Customers over time
  • First-time vs returning customer sales
  • Customers by country
  • Returning customers
  • One-time customers

If you're on the Ecommerce Pro or Ecommerce Enterprise plan, then you'll also have access to the following reports:

  • At-risk customers
  • Loyal customers

Because of the way that the customer reports are generated, they might not reflect all the activity on your store from the past 12 hours. However, when you open the First-time vs returning customer sales reportreport, the data is up to date, give or take a few seconds. You can reopen or refresh the report to show newer data.

The data in customer reports is based on the entire order history of the new customers in the report, not only the orders that were placed during the selected timeframe. For example, if you view a report for November only, then a new customer from that month will still show as a repeat customer, even if they made their second purchase in December

Finance reports

You can view key financial information about your business in the finance reports.

From the Finances section of the Reports page, you can open the Finances summary page. From the Financessummary page, you can access detailed reports.

When you open a finance report, the data is up-to-date, give or take about 1 minute. You can reopen or refresh the report to show newer data.

In this section, the Total sales line shows the number of orders for the period. The detailed Sales finance report breaks down the orders into transactions such as sales, returns, and shipping amounts.

In this section, the Payments line shows the number of monetary transactions across all payment providers (Payments, manual payments, gift cards, and so on), including both payments and refunds. The detailed Payments finance report groups the transactions by payment provider.

Sales overview

The Sales section shows an overview of your sales finance reports. It also has links to each of the other sales finance reports:

  • Gross sales report
  • Discounts report
  • Returns report
  • Net sales report
  • Shipping report
  • Taxes report

Payments overview

The Payments section shows an overview of your payments finance reports. It also has a link to a separate payments report for each payment method that your customers have used.

Liabilities overview

The Liabilities section shows an overview of your gift card sales and tips for the selected date range.

In this section, Gift card sales shows the total sales of gift cards, which is the face value of sold gift cards minus any discounts that were applied at the time of the sale.

Gift cards outstanding balance shows the total outstanding balance of gift cards that were sold or issued.

Tips shows the total value of tips received.

Gross Profit overview

The Gross Profit section shows an overview of your net sales, costs, and profit. In this section, Net sales without cost recorded shows net sales where cost wasn't recorded at the time of the sale. Net sales with cost recorded shows net sales where cost was recorded at the time of the sale. Together these add up to your total Net sales for the selected date range.

Only Net sales with cost recorded are included in your Cost of goods sold report, and count toward your Gross profit.

Sales finance report

The Sales finance report includes the values that you'll most likely need when doing your bookkeeping, such as net sales. The report shows each sale and return that your store made during the selected timeframe, organized by date:

Taxes finance report

The Taxes report shows the sales taxes that were applied to your sales in the selected timeframe:

Each row of the report shows a tax type (such as a state tax or a county tax), its rate, and the total amount of tax that was charged in the selected timeframe.

The report determines the country and region based on the destination of sales, so it might show destination information even for origin-based sales tax jurisdictions. To determine the destination, the shipping address is used. If the shipping address cannot be determined, then the billing address is used. If the billing address cannot be determined, then the POS address is used.

Marketing reports

You can use the Marketing reports to see how effective your marketing campaigns are and to learn about your conversions. A conversion occurs when an online store visitor becomes a paying customer.

The marketing reports can help you understand what leads shoppers to your online store and what converts them into paying customers. The reports can show which of your marketing channels are resulting in the highest number of customers and the customers of the highest value, based on their interactions with your online store.

The reports summarize information from all Online Store channel orders. For visit or conversion information about a single order, see Conversion tracking.

If you want to view reports on the results of your marketing campaigns that use marketing apps, then see Marketing activity reports.

Sales reports

You can use sales reports to see information about your customers' orders based on criteria such as sales over time, by channel, or by staff.

Sales and returns

Sales reports track the value of products moving between you and your customers as you make sales and process returns.

A sale is made when a customer places an order. The reports include every line item and shipping charge (if applicable) in an order as a separate sale item.

A return is where goods pass from the customer back to you after the customer has bought the goods but decided not to keep them. A return is different from a refund because a return deals with the value of goods, whereas a refund deals with the value of tender that you will issue the customer when you process a return.

Sales appear in your sales reports as a positive value for the day that they were made, and returns appear as a negative value for the day that they were processed. The sales reports include sales and returns from open, archived, canceled, and pending orders, as well as draft orders that have been converted into orders. The sales reports do not include sales and returns from deleted or test orders.

Canceled orders

When you cancel an order, it appears as a sale for the day that it was placed and a return for the day that it was canceled, so your sales numbers are zero for that order overall.

Deleted orders and test orders

The only orders that aren't included in sales reports are deleted orders, and test orders that were placed while Payments was in test mode.

Sales versus payments

Sales reports don't track money moving between you and your customers. When a sale is made, the reports show the value of goods included in the sale, not the amount of money that you've received. Depending on how you've set up your payment methods, you might not receive the actual payment until a later date.

Similarly, when you process a return, the reports show the value of goods that you're receiving, not the amount of money that you're issuing to the customer. 

Live View

If you use the online store channel, then Live View gives you a real-time view of the activity on your store. Live View includes a world map to show you where the activity on your store is coming from and some key metrics to let you know what's happening right now. 

Google Analytics | Built-in Ecommerce Analytics | Analytics Dashboard | infinity Webpro Analytics Dashboard  

Google Analytics integration

Infinity Webpro fully integrates with Google Analytics. Ecommerce transaction tracking automatically connects your Google Analytics web usage data with customer purchases and shopping cart transactions.

Get to know your customers.

Get a deeper understanding of your customers. Google Analytics gives you the free tools you need to analyze data for your business in one place.

See what’s in it for you.

Build a complete picture.

Understand your site and app users to better evaluate the performance of your marketing, content, products, and more.

Get insights only Google can give.

Access Google’s unique insights and machine learning capabilities to help get the most out of your data.

Connect your insights to results.

Analytics is built to work with Google’s advertising and publisher products so you can use your analytics insights to reach the right customers

Make your data work for you.

Process and share your data quickly with an easy-to-use interface and shareable reports.

We’ve got you covered

All Infinity Webpro Plans Includes with Free advanced ecommerce Analytics Dashboard to view many types of Reports and also supporting Google Analytics.
Think of Infinity Webpro as your very own IT department, with free, unlimited hosting, top-of-the-line security, an enterprise-grade infrastructure, and around-the-clock support. Get personalised support from our Customer Care Team via Email or live chat, or join a live webinar. Reach out any time — we’re here for you. 


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